MARKETING OF RURAL PRODUCTS IN URBAN INDIA

Presented by

Shilpi Bora
Deepak Khurana
Navita Chhabra
Gaurav Singhal
INTRODUCTION

 Rural to Urban (R2U): It is basically where agricultural

products are marketed in urban areas. Usually a farmer
seeks to sell his produce in an urban market. An agent or
middlemen plays a crucial role in this marketing process.
These are basically cooperatives like AMUL, MAPRO, etc

 The various products are like bamboo artifacts, traditional

and ayurvedic medicines, metalwork, woodwork, paintings,
terracotta, shawls, carpets, food products like seeds, fruits,
vegetables, milk and milk products, forest produce like
beeswax, honey, spices, cotton for textile mills etc.
EXHIBITIONS

 The various popular exhibitions providing

national as well as international exposure to
these products would include:

 Saras Mela

 Kisan Mela
SARAS MELA

 Jointly organized by the Ministry of Rural

Development and the Council for People’s Action
and Rural Technology (CAPART).

  Aims to facilitate the Swarna Jayanti Gram

Swarozgar Yojana (SGSY) beneficiaries, rural
artisans, craftsmen, Self Help Groups (SHGs) to
exhibit and sell their products and provide them
the opportunity for additional income and
exposure.
 This exhibition-cum-sale fair will display a wide
range of products manufactured by the rural
artisans, craftsmen and beneficiaries of SHGs
across the country.

  Attractive products on sale include bamboo

artifacts, traditional and ayurvedic medicines,
metalwork, woodwork, Madhubani paintings,
terracotta, shawls, carpets, food products
among others.
 The mela also aims at creating a unique platform
for developing linkages with customers and
providing an opportunity to artisans to interact
with the buyers directly.

 Ever since its inception in 1980, this mega-event

has evolved into Asia’s largest show of its kind.
KISAN MELA

 Kisan Melas are organized by SAUs in remote

tribal or otherwise agriculturally backward
areas.

 The scientists of SAUs, ICAR institutes and

officers of agriculture Departments participate in
these Melas.
 People from rural areas come ahead with their
products like painting ,utensils, popular nuts,
handmade, dresses , jewellery , food items like
papad, churan etc

 In kisan mela farmers come ahead with different

varieties of animals like hen , fish , goat, cow etc.
 This mela provides exposure to the art and talent
of rural people.

 It has allowed them greater recognition.

 Also exhibitions like these have led to both

national and international exposure of these
products leading to increased demand.
 Fabindia is an Indian chain store retailing
garments, furnishings, fabrics and ethnic
products handmade by craftsmen across rural
India. Established in 1960

 Today it has over 97 stores across India and

abroad.
AMUL COOPERATIVE

 Amul formed in 1946, is a dairy cooperative in

India.

Amul is the largest food brand in India and world's

Largest Pouched Milk Brand with an annual
turnover of US $1050 million (2006–07)

it has 2.8 million producer members with milk

collection average of 10.16 million litres per day.
 THANK YOU